DAY 42. Tennyson Pinheiro

Partner-Director of the live|work.

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English:

He is a Partner-Director of the live|work in Brazil and the founder of EISE, first school of Innovation in Services of the world. He is the author of the book Design Thinking Brazil and he wrote the preface to the Brazilian version of the book Change by Design. He also collaborates with major channels like the blog of HSM Management and the portals “Mundo do Marketing” (Marketing World) and “Ecodesenvolvimento.org”. He is a co-founder and professor of the Design Thinking course, of the CIC-Miami Ad School at ESPM, in São Paulo, and of the MBA in Branding of Rio Branco.

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What is your impression about a brand called Brazil?

An allegory for “gringo’s” (foreigners) eyes.

A smokescreen carefully crafted in the style of the Wizard of Oz, to sell a stigmatized image of a hardworking, receptive, musical and cheerful people. And make all the rest disappear. This is how we operate.

A real brand is built from the inside out. It is an evidence of the culture and not a pseudo-culture propagated to be seen from the outside in.

The real brand of Brazil is formed by the sum of the memories of people who live here and who visit us. And it is accelerated by the economic moment, but it is not a simple reflection of it.

Raising the perceived value of this brand is about assuming the scolding of sticking the hand in the bowels of a broken, corrupt and schizophrenic system. Composed of a sociopathic Government, a private sector that does not know and has no interest in serving, and a conniving society that makes it all bitterer, but that washes its soul during the Carnival.

Finally, a strong “Brazil brand” is, currently, just a good idea. And we will need more than “caxirolas” (a Brazilian percussion instrument that will also be used as the official instrument of the 2014 FIFA World Cup in Brazil) to design it in reality.